Video may not be the first thing that comes to mind for a successful B2B content marketing strategy. However, it's becoming an essential engagement tool during the lead generation and nurturing process.
Many B2B marketing professionals are already getting on board with video. In fact, 82 percent of marketers have seen success with this technique (1). Some of the ways companies would make sure their videos were seen included tagging content with search engine optimization keywords and posting videos on the blog. Increasing brand awareness was the primary reason why B2B firms got involved with video creation.
Video is a versatile medium that can be used during the initial stages of the sales process and later as a lead nurturing tool. In fact, this form of content can significantly increase conversion rates (2). One of the reasons B2B content marketing can be tricky is because of the lack of an emotional engagement, but video is a great way to surmount this challenge. It's a useful medium for telling a story and conveying complex information in a more condensed way. Customer testimonials can be a great way to make video work for B2B marketing.